Page 6 - 2015 Best Practices of Spectacle Lens Management

What Goes Wrong

• No discussion about eyewear occurs until patients • Assume that contact lens wearers will have no
have concluded the eye exam and their dialogue interest in purchasing eyeglasses. Contact lens wearers
with the doctor. If patients witness no discussion of eyewear need eyeglasses in their current prescription, but they may not think
in the office before they leave the exam room, they may assume that of this as they are being fitted with new contacts or purchasing
the practice has no vital interest in selling glasses and cares only about replacement lenses. If the office does not remind contact lens patients
the medical side of eye care. This assessment may cause patients to to update their glasses, an opportunity is lost.
take their Rx to retailers who appear to specialize in selling glasses. It’s
painless for patients to ask for their prescription and go elsewhere when • Too little space is devoted to the optical dispensary.
they sense that the doctor does not really care about helping them to Patients consider frames a highly visible communicator of their taste
find the best eyewear solutions. and personal style. When they make a snap judgment that the office’s
array of frames is so limited that they are unlikely to find a style that
• Doctor and staff do not appear knowledgeable complements their appearance, then the total eyeglasses sale is lost.
about eyewear. When the doctor and staff do not appear to know
about the latest products, are hesitant to discuss new technology or • Frame selection is poorly organized, displayed
are unable to answer questions about eyewear authoritatively, patients and maintained. There are more than 10,000 retail optical chain
may conclude that the office is out-of-date and uninterested in selling locations in the U.S.—many run by large corporations that have studied
glasses. If the dispensing staff is not well-trained to guide patients to the eyewear purchase process in detail. Most patients have been exposed
the best frame selection, patient anxiety grows, and some will decide to to the sophisticated eyewear merchandising of the optical chains. When
go elsewhere where selection is a more comfortable experience. patients see a chaotic frames display in an independent ECP’s office, they
may be intimidated and choose to simplify the selection process by going
• Assume that patients without a prescription to a better-managed setting.
change will have no interest in purchasing a new
pair of eyeglasses. Stereotyping patient desires can be costly. • Eyewear pricing is uncompetitive. Although this usually
Just because a patient’s Rx is unchanged and his or her glasses is not the most prevalent reason for walk-outs, when eyewear mark-
appear in good shape does not mean that he or she would not ups are too high, some patients will decide to go elsewhere.
welcome a new look, an upgrade to improve vision or comfort, or
a second pair of Rx eyewear for outdoor or avocational use.

Best Practices To Improve Capture Rate

1. Structure the sights and sounds of the office Reception
experience to create these impressions and • On the medical history questionnaire, ask questions about patients’
Best feelings among eyeglasses-wearing patients: daily vision environment (work and leisure settings and activities),
Practices • This office wants to understand my unique vision requirements to vision problems and product interests. (See Patient Profiling and
be able to recommend the eyewear best for me. Lens Recommendations.)
• I will receive individualized advice from people experienced at • Ask all eyeglasses wearers, as they arrive at the office, if they intend
dispensing eyewear. to purchase a new pair of eyeglasses today. This signals the practice’s
• This office offers the latest lens technologies and frame styles. It interest in dispensing eyewear and creates an upfront expectation
understands both the fashion and function of eyewear. that a purchase will be made. This will reduce the likelihood that
• My daily life is likely to be enhanced if I have different pairs of eyeglasses patients without a prescription change will postpone purchase of
tailored for the different visual environments I regularly encounter. eyeglasses until their next visit.
• Address patients’ anxiety about eyewear selection. Tell each eyeglasses
2. Institute these office processes to create patient: “We know that choosing the right pair of eyeglasses can be
the desired impressions and feelings about the confusing because of all the options. We’ll do everything to be sure
practice’s interest in eyewear dispensing: we understand what’s likely to work best for you. We have some very
Appointment Making experienced people to help you make the best choice.”
• Ask contact lens patients to bring their current pair of eyeglasses • Briefly mention any recent arrivals of new spectacle lenses and frame
to the office for the exam visit. styles to patients who are likely to be good candidates. Explain that
• Ask eyeglasses wearers to bring their sunglasses and other the doctor and staff will explain and demonstrate these new products,
special-use pairs of glasses to the office for the exam visit. if judged appropriate after the exam.
• Display materials in the reception area showing the latest spectacle
lens and frame introductions.

6 Best Practices of Spectacle Lens Management 2015